Solo Law Firm Marketing Plan, Your First 90 Days

The Rule

You don’t need everything. You need signal → trust → consults. That’s it. We build one tight funnel and iterate.

Minimum Viable Funnel

  1. Positioning line (who you help + problem + proof)
  2. One-page site with one great offer (free checklist / mini-guide / 15-min triage call)
  3. Google Business Profile (GBP) set up + citations + 10+ legit reviews (fast)
  4. Outbound reachouts (30/day) + two authority posts/week (LinkedIn + 1 community)
  5. Intake system (calendar link + intake form + same-day follow-up scripts)
  6. Tracking sheet (source → consult booked → retained → revenue)

You will beat 70% of solos with just this.

Weeks 1-2: Positioning + Core Assets Live

1) Pick a Problem-Persona (Not Just a Practice)

Bad: “Immigration lawyer.”
Good: “I help EU tech founders get U.S. O-1 visas without employer sponsorship in under 90 days.”

Bad: “Criminal defense.”
Good: “I help first-time DUI defendants keep their license and avoid jail, 24-hour response, fixed fee, payment plans.”

Template:

I help [persona] solve [specific legal problem] so they can [outcome that matters], with [unfair advantage: speed, price clarity, bedside manner, availability, process].

Pick one. Own it for 90 days. You can always expand later.

2) One-Page Website (Yes, One Page)

Structure (in order):

  1. H1 (positioning line): “O-1 visas for EU tech founders, fast, founder-friendly, fixed fee.”
  2. Proof bar: logos (media, conferences), numbers (cases/year), quote (“Saved my launch timeline.”)
  3. CTA: “Free 12-minute O-1 Feasibility Check” (Calendly)
  4. Pain to Promise section: “The 3 ways O-1 goes sideways (and how we block them).”
  5. Mini caselets (3): 3-5 lines each. “Founder X → Approved in 67 days. Why it worked.”
  6. Offer: Download “O-1 Evidence Checklist: The 9 documents that actually matter” (email gate)
  7. FAQ (5): Real objections (price? timeline? risk? DIY? attorney vs agent?)
  8. About (with angle): 1 paragraph why you do this, not a CV dump. Human.
  9. 2nd CTA: “Book Feasibility Check.”

Copy You Can Steal (Skeletal):

Most founders lose weeks gathering the wrong evidence. I run a 12-minute feasibility check that tells you if you’re a fit, what’s missing, and how to compress timeline. Fixed fee. No billable-hour roulette.

Tech Stack:

  • Fast builder (Framer/Webflow)
  • Add Calendly (15-minute slot)
  • HubSpot (free) or Clio Grow for intake + pipeline
  • Plausible for analytics
  • Lead magnet with email capture (Mailerlite free)

3) Google Business Profile (GBP) + Reviews (The Fast Trust Engine)

Setup Checklist:

  • Exact business name (no keyword stuffing)
  • Categories: pick exact primary + 2 secondaries
  • Services: 10-20 service items with short descriptions
  • Photos: your face, office, screenshots of checklists/process (people trust process)
  • Q&A (seed 5): Ask common questions with legit answers

Reviews:

Goal: 10 reviews in 14 days (friends/peers who can vouch for professionalism, no fake cases, but they can speak to character and responsiveness if they’ve worked with you in any professional context).

Ask script (text/email):

Hey [Name], I’m launching my practice focused on [problem/persona]. Early reviews help a lot with trust. If you’re comfortable, could you share a few words about working with me (responsiveness, clarity, professionalism)? Here’s the link: [short GBP link]. Thank you, it seriously helps.

4) Intake System (Don’t Leak Leads)

Form fields (short):

  • Name, email, phone
  • “What’s the exact problem in one sentence?”
  • “Deadline?”
  • “How did you find me?”

Auto-reply:
“Got it. I’ll text you within 2 business hours with next steps.”

Same-day follow-up script:

Text: “This is [You], attorney. Saw your note about [problem]. I can do a quick triage now or later today. Here’s my link: [Calendly]. If urgent, reply ‘URGENT’ and I’ll call.”

Email confirmation: calendar invite + Zoom link + pre-read (1-page PDF “What to bring / expect”).

Weeks 3-6: Demand Creation (Outbound + Authority) + Local Search

5) Outbound, 30/Day Rule (20 mins, no drama)

Choose 2 channels:

  • LinkedIn DMs (if B2B)
  • Facebook community/Reddit (if consumer)
  • Cold email (if permitted)
  • Alumni/Slack groups

DM Script (Warm Lead / Mutual Group):

Hey [Name], I help [persona] with [problem]. I made a short [checklist/template] that saves people from [specific mistake]. If you want it, I’ll send. If not, all good.

When they say “sure” → send link to gated lead magnet → “If you want, we can do a 12-minute check to see if you’re a fit. No charge.”

Cold Email (to Referrers, Not Consumers):

Subject: “Fast O-1 feasibility checks for your EU founder clients”

Body: “If you have startup clients who ask about O-1, I run a 12-minute screen that tells them if they’re close or not, and what’s missing. Sets expectations. I’ll send a one-pager if useful.”

Targets: accountants, startup lawyers, talent agents, therapists (for family/immigration), bondsmen (DUI), chiropractors (PI, check local ethics), financial planners (estate).

6) Authority Posts (2/Week, Not Daily Spam)

Format: teach one specific thing with proof.

Examples by Niche:

  • DUI: “The 36-hour timeline: if your license is at risk, here’s what to do before Friday. (Template letter included).”
  • PI: “Why your chiropractor note might be killing your claim. Here’s the exact wording to fix it.”
  • Family: “The 7-sentence co-parenting agreement clause that prevents 80% of future drama.”
  • Immigration: “O-1: Which 3 evidence buckets move the needle and which are a waste of time.”

Pro tip: Add a 30-second Loom video of you highlighting the doc.

7) Local SEO (But Only the Stuff That Actually Moves)

Citations: Yext or manual, 20 high-quality (BBB, Chamber, law directories that actually show in your SERPs).

Practice-area pages later; for first 90 days, one page + FAQ posts that match People Also Ask from your exact queries (2 posts/week, 500-800 words, answer, example, CTA).

Internal links: Home → each FAQ; each FAQ → Book consult.

Weeks 7-10: Offers, Referrals, and Proof

8) Offers That Convert the Unknown

Pick One:

  1. “12-minute Triage Call” (scripted, screens out bad fits)
  2. “Fixed-Fee Second Opinion” (builds trust even if they hired someone else)
  3. “Case Roadmap Session” (paid $99 creditable if retained; delivers a written plan)

Triage Call Script (Outline):

  1. “What happened in 90 seconds.”
  2. “What’s your deadline?”
  3. “Two paths forward, here’s the tradeoff.”
  4. “What I’d do in your shoes.”
  5. “If we work together: fixed fee is X, payment plan Y, we start today by Z.”

9) Referral Flywheel (Build 5 “First-Ring” Referrers)

Identify 10 pros who see your clients before you do.

Offer value-first co-branded assets:

  • “DUI: 48-hour checklist”
  • “O-1: 9-doc evidence worksheet”
  • “Separation: 30-day stability plan for kids”

Email Template to Pros:

Made this 1-pager your clients ask about all the time. Want a version with your logo to hand out? No strings.

3-5 will bite. Two will send you business within 60 days.

10) Proof Without Testimonials

Micro-caselets: anonymized outcomes with your reasoning (“We pivoted from X to Y because Z.”)

Process screenshots: blur names; show your checklists and trackers, trust explodes when they see how you think.

Public artifacts: slides from a talk, a 3-page “starter dossier” template, a redlined sample clause.

Weeks 11-12: Tighten the Engine (Numbers Decide)

11) Metrics (Weekly Dashboard, Simple)

Track these weekly:

  • Leads by source (GBP, outbound, referral, content)
  • Booked consults (# / conversion%)
  • Retainers signed (# / conversion%)
  • Cost per lead (if paid), cost per signed case
  • Time to first response (target < 10 minutes during business hours)
  • Top 5 objections (log them; update FAQ + scripts)

Targets (Realistic for a Hungry Solo):

  • 30/day outbound → 3-6 meaningful convos/week → 2-4 consults/week → 1-2 signed/week by week 8-12
  • GBP + content → 1-3 inbound/week by week 8-12

12) Budget (Choose One Track)

$0-$200/mo:

DIY site, Calendly, Plausible, Mailerlite. Sweat equity outbound.

$500-$1,500/mo:

Add local SEO citations, light Google Ads for brand + emergency keywords (exact match, call-only, 25 km radius), virtual receptionist (Smith.ai) on a low plan.

$2,500-$5,000/mo:

Add narrow Google Ads, remarketing, content assist, professionally edited authority video/month.

Google Ads Starter Set (for DUI):

Exact-match keywords:

  • [dui lawyer near me]
  • [license suspension hearing]
  • [first dui help]
  • [field sobriety test failed]

Ad copy angle: “24-Hr Response. Fixed Fee. License Strategy in 48 Hrs.”

Negative keywords: cheap, free, pro bono, public defender, jobs, salary, schools.

The Bottom Line

Most solo attorneys overcomplicate their first 90 days. They build elaborate websites, chase every marketing channel, and wonder why nothing converts.

This plan strips it down to what actually matters: positioning that resonates, one clear offer, systematic outreach, and relentless follow-up.

Execute this blueprint, track your numbers weekly, and iterate based on what converts. By day 90, you’ll have a repeatable client acquisition system that most established firms don’t have.

What’s your next step? Pick ONE component from this 90-day plan and implement it fully this week. Most successful solos start with positioning + Google Business Profile optimization, then layer in outbound. Focus on execution over perfection.